Integrated Advertising, Promotion, and Marketing Communications

 

Brand image affects purchase decisions. Identify two brands that you consider to hold a positive image (not a
brand previously discussed at length in class), and explain why.
Identify two brands that you believe should either change or rejuvenate their brand images and explain why.
How can change or rejuvenation be accomplished for each brand?

 

 

Sample Solution

Integrated Advertising, Promotion, and Marketing Communications

Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image enhances the goodwill and brand value of an organization. An example of brand image is Coca-Cola. Coca-Cola is a brand known for a product best used at the time of happiness, joy, and good experience. It is the original cola and has a unique taste. Brand rejuvenation involves adding value to an existing brand by improving products attributes and enhancing its overall appeal. For example, New Bournvita. To give a push Bournvita, Cadbury’s came out with New Bournvita, with extra glucose in a new packing. An essential part of rejuvenation exercise is the promotion campaign surrounding it. Companies launch advertising and sales promotion campaigns to drive home the brand’s new arrival.

Furthermore, we will address the practice of obtaining patent extensions to limit generic drug production and reducing pharmaceutical drug competition. Currently, several manufacturers extend their patents for longer periods to significantly increase brand-name drug prices, even when there is no significant improvements to the drug.  (article) These manufacturers often do this annually thus allowing them to develop a dense portfolio of patents who are reliant on their specific product. In turn, this decreases competition, increases profits, and suppresses timely completion by adding patents that may not be novel. (article) A solution to this problem is to alter patent protections to introduce price competition. By eliminating or reforming provisions under the Hatch-Waxman Act, generic drug companies and competitor pharmaceutical companies now have the ability to release a competitive medication sooner, thus lowering the price of the current brand name medication.  By altering current provisions, one could set checks and balances that would require patent applicants to demonstrate significant differences, originality, or additional benefits if they are applying for extension (article). One possible consequence to this method is that by decreasing the patent duration, the pharmaceutical company will have less time to be uncontested and therefore will likely spend less time trying to advance the drug further or improve upon its current formula. Companies will most likely try to profit as much as possible while they are uncontested rather than invest more money to improving the drug since there possibly could be a minimal return on their investment.
Most importantly, we recognize the important role that healthcare providers play in this system. ****

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